How Clickbait Impacts User Engagement
Prevent crypto health finance ad scams
Recognizing Clickbait in All Its Forms
Brand infringement Ads
Misleading product offers
67% of publishers say they’ve seen a significant or great number of deceptive ads including clickbait
Social engineering is a manipulation technique that exploits human emotion. In cybercrime, “human hacking” lures unsuspecting online users into various online advertising frauds. Social engineering uses psychological manipulation to trick users into willingly navigating to unverified pages, fraudulent schemes and malicious scams.
Emotionally-charged creative has proven to be an effective low-tech way of luring users to listings of fraudulent or non-existent products, financial schemes, phishing scams, propaganda, and other low-quality landing pages. And it frequently looks just innocuous enough to evade creative scanners and publishers’ in-house quality controls.
A particularly potent clickbait campaign
What Message Is Appropriate?
Clickbait Is an Obstacle to Brand Suitability
100% of publishers said brand suitability means hosting ads that are relevant to the audience and site or app content.
Publishers should consider these best practices to monitor and eliminate clickbait:
Publishers should document their values, goals, and criteria for relevant advertising and brand suitability. This documentation will allow them to efficiently identify unwelcome ads.
Ad content should be vigilantly monitored and evaluated in real time to ensure that no violations occur.
Publishers must ensure that ad creative accurately represents landing pages, and that page content aligns with their message and brand.
A publisher’s own team is best equipped to evaluate the subtleties of clickbait and other unwelcome ads.
How publishers view their current ad quality tools
My ad quality tools have the necessary amount of control and transparency
I need more control and transparency from my ad quality tools
Remember that only 9% of users report inappropriate ads directly to publishers through customer service or social media. The real damage to a publisher’s reputation and KPIs comes from bounce and churn from users who see no need to complain. Publishers simply lack insight into how many users have fallen prey to clickbait ads. That’s why it’s imperative to take preventive measures to recognize and stop clickbait before it ever reaches the page.
Clickbait has the potential to diminish your presence as a publisher and ruin your reputation.
Unwanted content and sensationalized text may lead your audience to visit your site less often or abandon the site entirely, opting for a competitor.